In recent years, medical tourism has surged in Korea, with foreign tourists flocking to the country for medical services, particularly plastic surgery and dermatology procedures. However, while the demand for these services continues to grow, domestic travel platforms in Korea have been sidelined, unable to capitalize on the boom due to existing regulatory barriers. The situation has raised concerns within the industry, as foreign agencies and even illegal brokers are increasingly taking over the market, leaving local platforms at a disadvantage.
The Rising Demand for Medical Tourism in Korea
Medical tourism has become a significant driver of Korea’s economy, especially in sectors like cosmetic surgery and medical aesthetics. Foreign patients have long sought out Korea for its advanced medical technology and highly trained specialists, making it a global hub for those seeking top-tier medical procedures. The figures speak for themselves: in 2024, Korea’s medical spending by foreign patients reached a staggering 2.0797 trillion won, marking a 65.3% increase from the previous year. The Ministry of Health and Welfare also reported that approximately 1.17 million foreign patients visited Korea’s medical institutions, nearly double the number from the previous year.
With this explosive growth, it is clear that the demand for medical services in Korea is skyrocketing, yet the country’s travel platforms are unable to fully tap into this expanding market due to outdated regulations that restrict them from directly engaging in medical tourism brokerage.
Regulatory Challenges for Domestic Platforms
One of the main hurdles preventing Korean travel platforms from entering the medical tourism market is the Medical Service Act, which, under Article 27, prohibits travel agencies and insurance agents from promoting medical services to foreign patients. Specifically, the law restricts insurance companies and insurance agents from attracting foreign patients to domestic hospitals, fearing that this could lead to conflicts of interest or unethical medical practices.
While platforms like MyRealTrip are eager to meet the demand for medical tourism, they are constrained by these regulations. Despite obtaining a simple non-life insurance agent qualification in 2022, MyRealTrip cannot legally provide direct medical tourism brokerage services, such as linking foreign patients to hospitals or arranging medical procedures.
This regulatory framework creates a situation in which domestic platforms are left out of the growing medical tourism market, while foreign agencies and illegal brokers take charge, potentially undermining the quality and transparency of the services offered to international patients.
The Launch of VewVew: A Step Toward Medical Tourism Brokerage
In response to this regulatory gap, MyRealTrip has taken a significant step by launching VewVew, a platform dedicated to medical and beauty services for foreign tourists. The company filed a trademark for the service in December 2025, and it is set to provide information on medical procedures, hospital introductions, and aesthetic services specifically for international visitors. However, despite this move, the company is still carefully navigating the complex regulatory environment to avoid falling foul of the law.
According to MyRealTrip, the launch of VewVew is aimed at capitalizing on the growing demand for medical tourism, but the company remains cautious about its expansion due to the ambiguities in legal interpretation. MyRealTrip is currently exploring various ways to structure its business in compliance with the Medical Service Act, while also working on expanding its services to meet the rising demand.
Legal Concerns and Political Response
The legal framework that governs Korea’s medical tourism industry is widely considered outdated and incompatible with the current trends in medical tourism. The law, which was introduced in 2009, was designed to prevent insurance companies from exploiting the medical sector by steering patients towards specific hospitals or encouraging unnecessary treatments. However, seventeen years later, the industry has undergone significant changes, with medical tourism now becoming a significant economic driver, particularly for Korea.
Many in the industry, including politicians like Jang Jong-tae from the Democratic Party, are calling for deregulation to allow domestic platforms to participate in the growing market. Jang argued that the current law has created a “Catch-22” situation where legal compliance is practically impossible for companies trying to meet the needs of foreign patients. He warned that this regulatory gridlock could force the medical tourism industry to operate in the shadows, where oversight and transparency are severely lacking.
The Ministry of Health and Welfare has acknowledged the need for reform. Minister Jung Eun-kyeong indicated that the government is considering changes to the regulation to better align with the current medical tourism landscape. These changes could open up new opportunities for domestic travel platforms to provide legitimate, transparent, and safe services for foreign medical tourists.
A Win-Win for Tourists and Local Economies
Deregulating the medical tourism sector would not only benefit domestic platforms like MyRealTrip but would also provide substantial benefits for foreign tourists and local economies. For tourists, the availability of trustworthy, regulated platforms would help bridge the information gap when choosing medical providers. Platforms could use their data capabilities to offer more customized recommendations for hospitals, clinics, and procedures, making the entire process more efficient.
Additionally, tourists would benefit from a seamless integration of their medical and travel itineraries, as platforms could offer package deals that combine medical procedures with flights, accommodations, and local tours. This integration could make the overall travel experience more streamlined, increasing the appeal of Korea as a one-stop destination for medical tourism.
On the economic front, the increased involvement of domestic platforms in the medical tourism market could significantly boost local economies. With more travelers coming to Korea for medical procedures, local businesses, especially in the hospitality and tourism sectors, would see a surge in demand. More customers mean higher revenues for hotels, restaurants, and tour companies, contributing to a more robust overall economy.
Looking Ahead: The Future of Medical Tourism in Korea
As the medical tourism sector in Korea continues to expand, it is clear that regulatory changes are essential to ensuring that domestic platforms can participate fully in this growing market. By modernizing the Medical Service Act, Korea has the opportunity to position itself as a leader in the global medical tourism industry, attracting even more international patients while providing local businesses with new growth opportunities.
With a surge in demand, foreign patients are expected to flock to Korea in increasing numbers in the coming years. By embracing deregulation and offering more inclusive services, Korea could revolutionize its medical tourism sector and create a more competitive, transparent, and efficient market for international visitors.
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